Infiniti believes that its upcoming range of all-electric vehicles will assist it in reinventing itself in European markets.

Despite establishing itself across the United States and in Japan, Infiniti has so far been unable to crack Europe, including the United Kingdom. However, the brand is hopeful that its future range of vehicles, all of which will be electrified after 2021, will allow it to make a statement.

“The Infiniti brand is fairly established, but we need to distill it and be clearer about who we are and what we stand for. Electric cars give us a lot of opportunities to do that: we’re able to conceive the brand as a whole – to see a whole ‘world’ of Infiniti become a statement,” design boss Karim Habib told Autocar.

Quizzed about whether these electrified models will allow Infiniti to finally become a serious player in Europe, Habib was optimistic.

“I would hope so. I think the European market will be very open to a performance, high-quality Japanese electric car. Our first electric car will be a compelling statement: it’s the chance for us to present something unique.

“The performance side of EVs will be very important and, since performance is part of Infiniti’s identity, we want to push it as much as possible. We also need to develop the human side of the brand in a stronger way. These cars are made for people, and they need to emanate warmth as well,” he said.

Infiniti recently previewed its first all-electric vehicle with the unveiling of the QX Inspiration Concept in January. The concept was based on a dedicated EV architecture and had bold interior and exterior designs unlike any current Infiniti model. While it remains to be seen how similar the production vehicle will look, Infiniti clearly understands the importance of making its EVs look good.